It seems as if J Jill recognizes that many in its target market think like I do and are not keen nowadays to visit stores. The company describes itself as “omni-channel” and takes the e-commerce portion very seriously.

J Jill is down. And that, in my experience, is the best time to consider buying a such a stock. But this isn’t a naive buy-any-shunned-stock contrarian play. Instead, think of it as thoughtful contrarianism.